Archive for the ‘behaviour’ Category

Preparation for separation

Monday, November 23rd, 2009

I have found recently that I am spending an increasing amount of time working with mums on various projects; for several different clients; for a host of different brands and services. All seem to have similar overarching questions – at least at the core – and surprisingly similar objectives. In each project we are keen to understand what really motivates mum, and then ladder this up to a positioning that makes sense and can be developed into a compelling, unique and break-through proposition for that specific brand (no mean feat!).

After a lot of laddering exercises, in lots of different contexts and with many scenarios posed, all seem to lead to one key issue – the fear of impending loss and separation. And though I have alluded to this in a previous blog, what I find particularly amazing is that no matter the start-point of understanding drivers of these mothers’ behaviour, the real focus is always defined by the future in which the child will be without her. Her strong need to prepare the child for life’s challenges (emotional and rational) drives her to make different choices – but no matter the choice or outcome, the need is the same: preparation for separation.

Importantly, it doesn’t matter the country or cultural background, there is this common connecting point. Admittedly, at first glance, it appears that there are so many different types of mums and loads of different emotional drivers – I would now argue (especially after the past several weeks of intensive work with mums) that these are merely different facets; different expressions of the same deep-seated need.

Perhaps I am observing a basic biological force, or inalterable evolutionary or spiritual need that must manifested – but even so we must ask ourselves, what are mum-targeted brands doing to capture the deeper mum need state of ‘preparation for separation’?

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In the prime of their lives

Monday, November 2nd, 2009

We were asked many years ago, when the kids’ market was growing nearly everywhere, to have a look at another sector that was growing, too – and in some cases, it was growing faster than kids. This was the ‘aging population’ – and 15 years ago, these consumers were lumped in with ‘adults’ and largely ignored.

At that time, we began some basic work, and made some interesting discoveries – most interesting was the strong correlation between consumers 60+ and young people. Importantly, two of the key drivers of behaviour were similar. As a result, we embarked on a path of discovery that has been both enlightening, and incredibly rewarding.

Utilising a similar approach to our kids’ methods, we found that we could engage with and learn from the sector we have come to name ‘Prime Timers’. Just last week we worked with a group for a project that lasted two days – we experienced many things with them, had great discussions, and went shopping with them to experience through their eyes the way the world of consumer products is marketed.

Importantly we learned that they feel they are a ‘forgotten generation’ with regards to marketing messages – most messages are to kids and families. This highlights a powerful opportunity for those products, brands and companies that wish to talk to this consumer segment.

Interestingly, they are extremely confident in regards to shopping for products and services – they are not looking to be told what to buy, but more about inspiration to break routine/boredom (they are even willing to be challenged from their comfort zone).

Unsurprisingly, they do use internet a lot and are reasonably savvy – but still enjoy hands-on shopping for certain things. They tend to feel as if they are smart/canny shoppers – and though aware of ‘marketing’, are motivated by vouchers/offers because it makes them feel clever (rather than liking vouchers because of financial need).

Overall they have a real sense of ‘everything in moderation’ versus obsession with ‘nutrition’ or ‘increase in physical activity’ – they taught us that they get frustrated and confused by the myriad of mixed messages and have therefore resorted to their own definition of ‘balance’.

Most importantly, though, particularly when comparing to previous years’ experience with this consumer age group – they truly seem to be increasingly engaged in all aspects of life, and are not sitting around waiting for life to happen to them. Yes, health issues are of concern, but that is not everything – what is important is ‘living life’, and health and wellness is a means to that end.

And another thing that is particularly lovely about working so deeply with this consumer segment – they are the only group that takes the time to notice the details of the research and give genuine thanks for being asked to participate. They make us feel good for the time we spend with them – and that is incredibly warming and rewarding.

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Mum’s and their BlackBerries

Friday, October 23rd, 2009

To me, smartphones have been a bit of a personal phobia. My perception is that I will become addicted to using the phone, and never have a life. Recently mothers taught me that BlackBerries can be more than for work – they can really enrich and simplify life.

Perhaps I am like many people – I jump to a conclusion about a product. All my experience about BlackBerries (and other smartphones, to be honest) has told me – perhaps incorrectly – that they are for work, and for people that are work-a-holics. As I have strong work-a-holic tendencies, I have shied away from replacing my archaic ‘regular’ mobile phone that does simple texts and allows me conversations with those to whom I need to speak. Even when my phone died, I chose the minimum phone I could, and felt that I leapt forward because it actually has a camera (my previous phone did not). I have even, covertly, looked with desire at the new BlackBerries on offer – only to run away, scared (of myself and my potential reaction).

Mums taught me that I may be thinking about BlackBerries a bit narrowly. Even though most people think of BlackBerries for the driven business man, they said, the mums found them to be useful, too.

“Useful for what?” I asked, a bit sarcastically (though my sarcasm was genuinely unintended).

“I can keep up on all the things I need to get done, yet not have to leave my children,” said one mum, proudly.

“I love that I can use all the in-between moments more effectively – when I am waiting for my children after school, or while they are involved in their activities,” said another. “Now when my kids go to bed, my partner and I can spend more time together – rather than me having to do all the stuff that needs to get done in a day.”

“I love that I can answer any question – the answers are at my fingertips, all the time.” She then went on to show me how she googles and learns what she needs to know. “My kids think I’m the best!” she added, proudly.

I am a bit humbled – I admit it. My prejudice was unfounded. A product, initially targeted to one sector, is discovered and provides great benefit to another. And it wasn’t that type of aspirational desire of mums – it wasn’t that they wanted to ‘keep up with the Joneses’. They were genuine BlackBerry fans.

I regularly walk by the phone shop, now. I still look at BlackBerries. My mobile phone contract is up soon – maybe I should reconsider a BlackBerry? I am still a bit nervous for my potential addiction. But thanks to the mums I worked with, I am a big step closer to accepting that a BlackBerry could make my life simpler, not more obsessive.

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Imprinting

Monday, October 19th, 2009

Imprinting, to biologists, is a rapid development of a response to a particular stimulus at an early stage of development. This is most commonly referenced to birds and their observed behaviour when newly hatched. In our research work with kids, we have borrowed that term because it best communicates the regularly observed ‘imprinting’ phenomenon, particularly in their responses to certain advertising and communication.

Our understanding of this new idea of ‘imprinting’ developed and grew after numerous observations of kids watching advertisements and viewing other communication materials. The patterns of behaviour did relate to their level of involvement with the advertising, but these patterns also hinted at something much deeper than merely ‘awareness’ and/or ‘enjoyment’. The concept of ‘imprinting’ became even more defined following work we did reviewing trailers of films with kids.

In all ads or ad concepts tested in our projects, qualitative success was determined by awareness (and remembering the story of the ad), the enjoyment and, most importantly, the kids’ ‘take-away’ of the key strategic message(s) of the communication.

Success of any kids’ advertisement would generally be measured by:

. the impact on market and category; and/or
• desire of kids to ask for product or purchase it themselves; and/or
• the stories mothers tell about their kids’ involvement with ads; and/or
• the success of products (sales)

However, we noted that the successful ads (later measured by their in-market success) had one or more of the following common behaviours:

• acting out parts of the advertisement;
• dancing/moving to the music;
• singing the songs; and
• imitating or copying behaviour or sounds or slogans or phrases/statements by the character(s) in the advertisements.

These, in fact, are key triggers of communication success with children, but also can be useful for communication to adults.

This understanding has dramatically changed the way we observe kids viewing ads or other communication ideas. We now actively look for imprinted behaviour, and can recognise these as likely success markers.

Maybe we can now find a better way to talk to kids about vegetables!

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Posted in Kids, behaviour, communication | No Comments »